BRUSSELS, BELGIUM — With millions of paper cups in use around the world, there is however something that is still a bit itchy: paper cups are not allowed in wastepaper baskets and cannot be recycled because of a thin plastic layer inside.
But that is finally changing because Másalto Espresso is now launching fully recyclable paper cups, without a plastic layer. And with the help of Belgian agency Happiness, the coffee brand has developed a sustainable and simple design solution to educate coffee drinkers to recycle their cups: The recycling stain.
By changing the core design of its paper cups, Másalto took advantage of the “coffee ring effect”-, the circle-shaped coffee stain that appears when you put your coffee on a table or a counter.
A new and simple way to communicate its message, using nothing but coffee stains saying “please recycle me”.
So, remember to recycle your cup next time you’re having a coffee… or let your coffee do it for you!
CREDITS:
Agency: Happiness, an FCB alliance
Client contact: Svea Gille
CCO: Geoffrey Hantson
ECD: Philippe Fass
Concept Provider: Elmer Tazartez
Design: Pascal Delfosse / Dries Lauwers / Romy Styleman
Photo: Thomas Van Der Vennet
Business director: Pascal Kemajou
Account manager: Corentin Deneufbourg / Katia de Le Hoye
Connectivity & Content Director: Marine Vandenplas
